Following earlier rumors of a Quaker takeover by PepsiCo, Wall Street was awash last week with speculation about the merger of the breakfast foods giant with Kellogg's.

Fuelled by reports of meetings between the companies’ senior executives, analysts were quick to seize on the duo’s synergies. However, the more cautious among them pointed out that Quaker's Gatorade brand, which generates 40% of the company’s profits, would be seriously diluted by any merger.

News source: Advertising Age - Daily Deadline